11

Content MarketingFor the PR Professional

The Next Generation

Heidi Sullivan, SVP Digital Content

@hksully

Laurie Mahoney, Director Product Marketing

@channermahoney

22

PR Professionals - Tomorrow’s Skills

Today Tomorrow

Led by the

Head of PRLed by the

CMO

Focused on

Earned Media

Focused on

Converged

Media

Budget

Devoted to

Staff,

Creative

Budget

Devoted to

Technology,

Content &

Advertising

33

44

Content Marketing is Nothing New

Source: Marketo

55

Why

Content

Marketing

Now?

66

Number of content sources consumers access

prior to making buying decisions

Source: Google Zero Moment of Truth, 2011

5.3

10.4

2010 2011

Rule #1:HAVE REAL EXPERTISE!

ASK YOURSELF:

What do I have to offer?

The average user spends 88%

more time on a website with video

(source: Mist Media)

@hksully

@daniellemin

90% of information transmitted to

the brain is visual, and visuals are

processed 60,000 times faster in

the brain than text

(source: 3M Corporation and Zabisco)

@hksully @channermahoney

I’ve created my content:

Now What?

Is your content reaching

your intended audience?

Google increased the importance of original content when they

determine Search Engine Results Page

1212

“If the news is

that important, it

will find me.”-A college student in an article by Brian Stelter in the New York

Times, March 2008

1313

Spread your

message

1414

1515

Relationships with Influencers

1616

am·pli·fy: to increase the strength or

amount of; especially:

to make louder.”- Merriam-Webster

In content

marketing

terms,

amplification refers to

tactics that help our

content reach the

audiences we are

targeting.

One form of this is

native

advertising.

Sharing content outside your circles

The Book of Business Awesome. 2012

My mom

My coworkers

My friendsTheir friends

My fans

My customers

The people I

don’t even

know yet

1818

Native Advertising in Action

1919

Native Advertising in Action

2020

Native Advertising in Action

The Case of the Allianz

Global Assistance

Results 20% increase in web

traffic within weeks…

2323

American Academy of Orthopaedic Surgeons

23

“This year we rolled out a new feature called

Ortho-pinions. We really want to drive people

to our content. An Ortho-pinion piece on knee

arthritis that we uploaded and amplified In

October was the most visited page on the

website as a whole, according to Google

Analytics. So it's clearly working to drive

traffic to our site.”Lauren Riley, Media Relations Manager

2424

Headlines & Photos Made a Difference

Original HeadlineYou have an ACL Tear-What’s Next?

New HeadlinesDon't Let an ACL Tear Ruin Your Life (481 clicks)

The 5 Stages of Dealing with Knee Pain Caused By an ACL Tear (415 clicks)

You Have an ACL Tear: What's Next? (374 clicks)

How to Deal with an ACL Tear That’s Causing You Knee Pain (280 clicks)

Knee Pain from a Torn ACL? How the Recovery Process Works (251 clicks)

The 5 Stages of Dealing with an ACL Tear (211 clicks)

Torn ACL? Don’t Let It Get in the Way of Recovery (139 clicks)

“Your Cision account manager keeps tabs on

the stories you're amplifying. If one isn't

working, it's up to Cision to rework the

headline. This happened to us for the first

time with a recent story we amplified. It

wasn't performing as well in the first two

weeks, so our representative emailed me to

let me know they tweaked the headline.”

- Lauren Riley, Media Relations Manager

2525

Content MarketingFor the PR Professional

QUESTIONS?

Heidi Sullivan, SVP Digital Content

@hksully

Laurie Mahoney, Director Product Marketing

@channermahoney